Campaign Highlights
Campaign highlighted BeON as a new category of DIY smart home security and put consumers on alert
Product reviews and features in CNET, TIME Magazine, PC World, USA Today, Forbes, This Old House, NBC News, Parents Magazine, Consumer Reports, Washington Post, The Register and many more
Ran a successful Mom Blog campaign to reach a specified target audience and push the “peace of mind” message
The Challenge
Caster was initially brought on to help BeON launch into the home security channel and gain awareness and credibility with security dealers before product availability. BeON had such success with security dealers that they decided to launch the product direct to consumers – sold through the BeONHome.com website. The challenge was to get brand awareness for a new product, in a new category with consumers by relying only on social media and PR and without any advertising. BeON also was struggling to communicate its core value proposition to consumers and press because although it was a set of smart light bulbs, the product differentiator, features and benefit was nothing like that of other smart bulbs. It was all about security and BeON needed to be comparative to security products instead of smart bulbs.
